Originally Posted by seaside
So am I reading correctly that even if you're published, the marketing is still on the author? I've always seen these displays for new books in stores and always thought the publisher was behind that.
You're right that that kind of marketing is done solely by the publisher. Distribution, in-store marketing, advertising and reviews in major magazines - any kind of large-scale stuff that's beyond the average author's reach.
What some people call "marketing" is actually promotion/publicity, which nowadays is usually shared between the publisher and author (unless the author is already well known or the publisher thinks they're onto a bestseller). So stuff like convention appearances, book signings, interviews online or in local press might be organised by either the publisher or the author.
So, for example, I'm organising my own launch party at a local bookshop because I have contacts in the trade, but my publisher will also be including me in any signing gigs they have arranged around conventions I'm going to.